A tyre store built to rank, convert, and last.
Gume Online needed more than a new look — they needed a platform, an identity, and a search strategy that could carry a catalogue of thousands of SKUs without buckling under its own weight.
Strong inventory. Invisible online.
Gume Online had one of Serbia's widest tyre catalogues — passenger, light commercial, agricultural, freight — but their digital presence was scattered, their branding non-existent, and their SEO essentially zero.
They came to us with a single clear goal: build something professional enough to compete with the big box retailers and search-optimised enough to capture demand before competitors did.
We needed a site that looked like it belonged at the top of Google — and actually got there.
Four pillars. One coherent product.
A distinct visual identity — dark, authoritative, built around trust signals — that could anchor every touchpoint from homepage to social ad.
Keyword clustering across tyre type, size, season, and brand. Every category page, every product URL, every meta tag — deliberate.
A vehicle-type picker, size selector, and energy label display that collapses a complex B2C purchase into three confident clicks.
Automated product descriptions seeded from structured data, plus a social content programme to build brand recall between purchase cycles.
Dark. Precise. Trusted.
The palette draws on the visual language of performance — near-black surfaces, a violet brand accent that reads as technical authority, and a high-visibility red reserved for urgency. Bricolage Grotesque carries the display weight; Manrope handles everything functional.
Confidence at first scroll.
The homepage establishes authority immediately — logo, tagline, and the vehicle picker above the fold. Everything else serves the funnel.
Vehicle type tabs + three dimension dropdowns surface the right tyre in seconds.
Logos of stocked brands — Michelin, Bridgestone, Continental — loaded early to anchor credibility.
Category-first nav organised by vehicle type and season, keeping the catalogue accessible without a search query.
Algorithmically surfaced bestsellers with price, energy label, and instant add-to-cart.
Promotions that feel like the brand.
Every seasonal campaign — winter changeover, summer sets, fleet offers — uses the same grid system, keeping promotions on-brand while allowing fast turnaround.
The right tyre in three clicks.
Tyre buying is intimidating. The picker strips it back to vehicle type, size, and season — then returns a filtered catalogue. No manual search required.
Five categories cover every segment from city cars to heavy freight.
Width, aspect ratio, and rim diameter — pre-populated from popular sizes to reduce input friction.
Summer, winter, or all-season. Brand filter optional.
Sorted by relevance. Each card shows energy label, load index, and price — everything needed to decide.
A catalogue you can actually navigate.
Category pages are structured for both crawlers and customers — clean URL taxonomy, faceted filtering, and rich snippets pulling energy label data into the SERP.
Brand, season, speed rating, load index — without reloading the page.
Fuel efficiency and wet grip ratings surface at card level, not just on the product page.
Real-time availability driven by warehouse data. No phantom stock.
Category path in breadcrumb schema signals hierarchy to Google and reduces pogo-sticking.
Fuel efficiency, wet grip, and external noise rendered in the standardised EU format — embedded at card and product level, structured-data-ready.
Every detail that earns the decision.
The product page is where intent becomes action. Spec table, energy ratings, size availability, and a clear price — in that order. No clutter, no distraction.
Clean product photography with an inline size picker so users never leave the page to check availability.
Full EU label rendered in the standard format, with schema markup for rich SERP display.
Load index, speed rating, tyre type, and sidewall — in a scannable grid, not a wall of text.
Price, stock status, and expected delivery — above the fold on desktop, sticky on mobile.
Meet Guma.
Every great brand has a voice. Guma is Gume Online's — a friendly tyre character that handles FAQs in live chat, anchors seasonal campaigns, and gives the brand a personality customers actually remember.
Content that outlasts the campaign.
A rolling editorial calendar — seasonal advice, product highlights, and Guma-fronted posts — keeps the brand visible between purchase cycles and builds an audience that converts at lower cost over time.
Primary awareness and retargeting channel. Campaign creative aligned with seasonal tyre peaks.
Visual brand building — product shots, Guma content, and behind-the-scenes warehouse posts.
Search and Shopping campaigns structured to mirror the SEO keyword architecture.
Powered by ReadyCMS.
The entire storefront — product catalogue, categories, banners, blog, and multi-language content — runs on ReadyCMS, Creative Brackets' own headless CMS. Fast, lean, and built to scale with the catalogue.
Catalogue ingested from supplier feed, normalised, and published automatically — no manual entry.
Title tags and descriptions generated from structured product attributes. Every SKU, zero manual copy.
Product, BreadcrumbList, and FAQPage schema applied globally. Energy label data structured for Google.
Serbian (Cyrillic and Latin) out of the box. Additional markets configurable without a rebuild.
WebP conversion, lazy loading, and CDN delivery keep Core Web Vitals green across the catalogue.
Non-technical staff can update banners, pricing, and featured products without touching code.
Numbers that speak for themselves.
Within six months of launch, Gume Online moved from invisible to dominant in organic search for their core tyre categories across Serbia.
Year-on-year organic traffic growth in the first full post-launch season.
High-intent tyre search terms ranking in the top 3 positions on Google.rs.
Product page conversion rate versus the previous site, driven by the picker and energy label UX.
Median page load time across the catalogue on mobile — within Google's Core Web Vitals thresholds.
Ready to build something that ranks?
We do this for ambitious brands across every sector. If you need a site that looks great and performs in search, let's talk.
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